A term you need to know ⤵️
, there are 75 million textile workers worldwide and approximately 80% of them are women between the ages of 18 and 35.
Identifying and discussing the term woke-washing is an important part of confronting the issue and finding solutions, Barber says. With this new language, she encourages readers to “look at what the brands are actually doing for the people who make their garments,” as a way to avoid falling into the trap of woke-washing in fashion. “I tell people to hold brands accountable and look for proof of good deeds instead of fancy marketing surrounding good deeds,” she says.
Barber encouraged consumers to question whether a company is engaging in woke-washing versus substantive change, including inquiring about the ethnicity breakdown of the organization and social advocacy for garment workers. As for brands, she’s calling for companies across the fashion industry to share their power with others to create actual equitable and sustainable movements that move beyond woke-washing.
She also says that brands joining a movement like Black Lives Matter should ensure they don’t try and change the message in any way. “If you can't post Black Lives Matter because you still consider it a controversial phrase in your organization, you have no business taking up space in that way anywhere near the movement,” Barber adds, in response to a number of brands using “inclusive” sounding terminology without condemning white supremacy and stating explicitly that Black Lives Matter.
While woke-washing is still relatively new to the public dialogue, it’s the start of what should be a larger conversation about holding brands accountable for matching their corporate actions to their public-facing values. If you’re concerned about woke-washing and want to ensure you’re supporting the minority communities that brands are profiting from, Barber says to shop less and shop small. “Spread your money around,” she says. “The monopolies that certain brands have had served no one.
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